Kent & Curwen
Creative director Daniel Kearns, in partnership with David Beckham, has established a new blueprint for Kent & Curwen: a fresh take on English heritage for the way men dress today.
Beckham is the archetypal Kent & Curwen man, celebrated as much for his style as his achievements. His intuitive ease of dressing is emblematic of the new British attitude at Kent & Curwen.
The brand was founded in 1926, two years after Eric Kent and Dorothy Curwen first crossed paths on Savile Row. It was the start of a story full of idiosyncrasy and character, and it is fitting that this new chapter in the history of Kent & Curwen is beginning on the 90th anniversary of its inception.
Kent & Curwen first made its name with neck attire, supplying ties to venerable universities such as Oxford and Cambridge, the finest clubs in London, the country’s best schools, and British regiments throughout the Empire.
In 1932, Kent & Curwen purchased a knitwear factory in London to create the first ever cricket sweaters, a style that would solidify their reputation around the world. Since then, the Kent & Curwen cricket sweater crossed over from sport to become a global standard.
Eric Kent had an individuality of style that still inspires today. When designing ties, he would throw flowers on the atelier floor to find unexpected colour combinations. Kent flaunted conventional dress codes, fond of mixing sportswear with his formal suits. His friendships and influence went transatlantic, with Kent & Curwen dressing the Hollywood Cricket Club in the thirties, its members including Errol Flynn and Laurence Olivier.
Kent’s presence in the brand still lives on, in the insignia of the Three Lions is taken from the heraldry of his family crest. While later adopted as emblem of English sporting teams, the logo offers an unbreakable link with the company’s proud British heritage.
To continue the legacy of Kent & Curwen in the 21st century, Kearns has taken from the authenticity of its storied past to rework the classic hallmarks of British sporting pastimes, mixing them with menswear staples to form the foundation of the Kent & Curwen wardrobe, inspired by Beckham’s own celebrated style.
Kearns and Beckham have worked collaboratively to create this new vision for Kent & Curwen. It is a unified approach that began with deep research in the archives.
To mark these new beginnings, the team has reimagined the distinctive Three Lions and English rose logos in a style that brings modernity to heritage. The ambition is to create a modern lifestyle brand based on the authenticity of its legacy, exemplified by instinctively wearable clothes for men all around the world.
11-12 FLORAL STREET